Suggaa logo
Our preferred logo — symbol above the wordmark. Use it whenever possible.
← All work
Brand identity · Suggaa — The Honest Taxi
Brandguidelines.
The complete identity system I designed for Suggaa, a city cab brand — logo, construction, colour, typography, icons, illustration, the new bike cab fleet and motion. Scroll, and watch it build itself.
- ClientSuggaa Venture
- IndustryMobility · Cabs
- My roleLogo, identity & guidelines
- EditionJanuary 2023
The Honest Taxi
“Our Saathi drivers, always ready with a smile and a “Jai Ho” to make our day Bright-O.”
01
A friendly parrot
The symbol is a parrot — colourful, chatty and impossible to miss, just like a cab ride with a good Saathi should feel.
02
Honest & simple
A clean geometric wordmark in Suggaa charcoal, a single brand green and lots of white space. Nothing to hide.
03
Built from one letter
The whole logo is measured in “U” — the letter from the wordmark sets every gap, margin and offset.
01 · Logo
One parrot, three ways to use it
Wordmark
A modern, friendly typeface that signals excitement, trust and innovation.
Symbol
The parrot is the shorthand of the brand — app icons, avatars and small spaces.
Symbol and wordmark are locked together. Pick the lockup that fits the space you have — never re-arrange them yourself.
02 · Construction & spacing
Everything is measured in “U”
The letter U from the wordmark is the unit of the whole identity. Rotate it and it draws the parrot’s head and beak. Its width is the gap between the parrot and the word. Turned on its side, it sets the space between SUGGAA and the line “The Honest Taxi”.
The Honest Taxi
- UGap between symbol and wordmark = one U width.
- ⊂Space above the tagline = one U turned on its side.
- ⇲Tagline aligns to the end of the wordmark.
03 · Clear space & scale
Give the parrot room to fly
UUUUAlways keep at least one U of empty space on every side. Headlines, text and other elements never come inside this area.
The logo scales for print and screen in both orientations — never smaller than 50 px wide.
04 · Variations
Pick the background, I’ll pick the logo
05 · Placement
Where the logo lives on a layout
Tap a spot on the artboard. Horizontal logos sit top right or bottom right; the vertical logo sits in the centre.
Partnerships
Partner logos follow the same clear space. A thin vertical line separates Suggaa from the partner — in the vertical or horizontal lockup.
06 · Colour
Green for go, white for trust
Suggaa Green and Suggaa White are the brand. The secondary colours come from the colours of transport — signals, lanes and taxis — and are used sparingly in illustration, photography and product. Click any colour to copy its HEX.
- RGB
- 0 130 92
- CMYK
- 100 0 29 49
- Use
- Main brand colour · backgrounds, buttons, headlines
- RGB
- 255 255 255
- CMYK
- 0 0 0 0
- Use
- The second background colour · space to breathe
Secondary colours
- RGB
- 92 167 102
- CMYK
- 45 0 39 35
- Use
- Highlights on white
- RGB
- 126 161 62
- CMYK
- 22 0 62 37
- Use
- Approval
- RGB
- 228 232 132
- CMYK
- 2 0 43 9
- Use
- Highlights on green
- RGB
- 248 227 0
- CMYK
- 0 9 100 3
- Use
- Warning
- RGB
- 251 176 64
- CMYK
- 0 20 75 2
- Use
- Body / skin colour
- RGB
- 246 142 30
- CMYK
- 0 42 88 4
- Use
- Attention & safety
- RGB
- 0 87 255
- CMYK
- 100 66 0 0
- Use
- Positive
- RGB
- 0 0 0
- CMYK
- 0 0 0 100
- Use
- Paragraph text
- RGB
- 234 29 29
- CMYK
- 0 88 88 8
- Use
- Negative
Colour rules
Our Saathi drivers, always ready with a smile and a “Jai Ho” to make our day Bright-O.
✓ Green highlights on whiteOur Saathi drivers, always ready with a smile and a “Jai Ho” to make our day Bright-O.
✓ Khaki highlights on Suggaa GreenOur Saathi drivers, always ready with a smile and a “Jai Ho” to make our day Bright-O.
✕ Never highlight with yellow — it fails accessibilityYellow · warningBlue · positiveRed · negativeBeer · attention & safetyPalm Leaf · approvalYellow Orange · skin tones
07 · Typography
One family: Poppins
Aa
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789!?&@#
Primary headline · Poppins Semibold · uppercase · Forest Green
GET A RIDE IN MINUTES.
Secondary headline · Poppins Regular / Semibold · Suggaa Green
Shopping local. Ride Suggaa.
Paragraph · Poppins Regular · Suggaa Black
Leave the keys, let us do the driving. Our Saathi drivers know every shortcut in the city — and greet you with a smile.
Type anything — it’s Poppins.
Text placement
08 · Usage
Say one thing, say it big
09 · Icons
A friendly icon set, built on a grid
Fill and outline icons share one grid and as few shapes as possible. Next to text they sit left or right, centred, with one “U” of space.
10 · Illustration
Cars drawn in brand greens
Light illustrations sit on white, dark illustrations on Suggaa Green. Vehicles are simple, flat and friendly — never realistic.
10b · Bike cab & fleet
Fleet PDF ↓Every ride, from every side
The newest set — Suggaa’s bike cab, auto, sedan and hatchback, each drawn from six angles in three colour treatments. Drag the stage (or let it spin) to walk around each vehicle.
Bike cabRear ¾
11 · Motion
How Suggaa moves
Six rules from the guide, playing live. In After Effects the curve is 70% outgoing / 90% incoming velocity — on the web that’s cubic-bezier(.7, 0, .1, 1).
Animation curve
Starts slow, rushes, then glides in. Never linear.
Direction
Move horizontally or vertically — never at an angle.
Scaling
Scaling can be combined with movement.
Opacity
Show and hide elements with opacity.
Rotation
Only for small elements — and never combined with other moves.
Timing
Bigger elements and longer distances take more time.
12 · The full guide
Download PDF ↓All 99 pages, flip through
Want a brand like this?
Logo, guidelines & motion — done properly
I design identities that look great, scale everywhere and come with a guide your whole team can follow.
Available for new projects
Have an idea? Let's make it move.
Find me
Doddaballapura, Bengaluru, Karnataka 561203
Studio in Bengaluru
3rd Phase, Apparel Park, Obadenahalli Industrial Area,Doddaballapura, Bengaluru, Karnataka 561203
● Satish Kumar — Creative Studio